Sean Callanan chats with John Durbin from Pegula Sports about planning the unpredictable NFL Draft and how to get fans to use apps and why loyalty has evolved.

On this podcast you'll learn about:

  • John Durbin from working in media to getting into the world of sports
  • How Buffalo Bills prepare for the NFL Draft
  • The creative process behind the Buffalo Bills schedule release video
  • How Pegula Sports and Entertainment (PSE) is handling their teams in the market
  • Why fans should download the My One Buffalo mobile app
  • How sports loyalty game is changing
  • The benefits of being a Buffalo Sabres season ticket holder
Learn more about NFL Draft with John Durbin from Pegula Sports

Listen to John Durbin on Sports Geek

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John Durbin on the importance of NFL schedule release for the Buffalo Bills

We as a brand, one of the ways that I try to think about brand is world creation. What world have you created that you want to invite people into. For us on the Bills' side it's really about Sunday. The world revolves around Sunday. You look at a schedule release where you need to know what Sundays you need to have free. That's always been a big event for us.

John Durbin

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About John Durbin

John Durbin started his career as a media buyer and planner at Starcom Mediavest Group in Chicago where he worked with clients like the US Army National Strategy and Kellogg's Kids. Few years later, he moved to Denuo, a Publicis Groupe Company as an Associate Director. During his time there, he worked on the creative side of the business handling projects around mobile gaming, socials and other emerging trends. He also led the development of the Mercedes-Benz Tweet race which was shortlisted for Cannes Lions.

In 2012, John pursued his MBA at the University of Oregon. In his time there, he created the Oregon Vs, a unique fantasy sports game focused on the Oregon Ducks football. After completing his MBA, he moved to the Buffalo Sabres which started his stint at Pegula Sports.

At present, John is the Vice President of Marketing of Pegula Sports and Entertainment (PSE). He oversees the marketing efforts for the Buffalo Bills, Buffalo Sabres, Bandits of the NLL, Beauts of the NWHL Americans of the AHL, and My One Buffalo along with several brands residing within the Harbor Center facility.

Resources from the podcast

Highlights from podcast with John Durbin

5:48 John Durbin’s journey from media to sports business

11:44 John chats about Pegula Sports and Entertainment (PSE)

12:58 How marketing in different sports has changed over the years

14:56 How his team prepares for unpredictable events like in NFL Draft

18:18 How do the comms and media teams work together at PSE

19:17 John on keeping exclusive information like trades and drafts within the organisation

22:43 The preparations behind the Bills’ schedule release video

28:49 How does PSE handles the two teams (Bills and Sabres) in the market

32:45 What does the My One Buffalo app do and why you should download it

43:26 The benefits of being a Sabres season ticket holder

48:44 Sports Geek Closing Five

60:02 Learn more about Sports Geek’s Digital to Dollars process

60:05 Read what Sean Callanan reads on Sports Geek News. Go to to subscribe

60:06 Learn more about esports, game and fan development on SG Esports Newsletter. Subscribe now on

60:08 Need Sean’s help on your campaigns, assets and more? Book in a Pick My Brain session to know his thoughts now

Buffalo Bills' schedule release video

The Bills' Tinder style schedule release video. Aren't you swiping right?

Some tweets you may have missed:

Cool draft video for the Buffalo Bills

The team coming together for One Bills Drive

Must be really cool to watch the NFL draft at the 716 food and sport


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Thanks for the review on Apple Podcasts

Informative, interesting discussions

★★★★★ in Apple Podcasts by Mmmbop86 from UK on February 1, 2017

Good interviews with a wide range of individuals from the world of sports business providing insight into the latest trends – particularly useful to those in another hemisphere! Suggest keeping to 30-40min max for best engagement. Keep up the good work.